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3 - Consumer Goals and Motivation

from 1 - Consumer Psychology of Individuals

Published online by Cambridge University Press:  30 March 2023

By
Jessica Gamlin  and
Maferima Touré-Tillery
Edited by
Cait Lamberton ,
Derek D. Rucker  and
Stephen A. Spiller
Cait Lamberton
Affiliation:
Wharton School, University of Pennsylvania
Derek D. Rucker
Affiliation:
Kellogg School, Northwestern University, Illinois
Stephen A. Spiller
Affiliation:
Anderson School, University of California, Los Angeles
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Summary

Research on goals and motivation started almost a century ago and continues to thrive today. In this chapter, we distill the rich literature on consumer goals and motivation by presenting recent works against the backdrop of foundational theories. We start with a discussion of how consumers initiate goal pursuit. Next, we examine the factors that help consumers stay motivated in the face of internal and external obstacles, and what happens once consumers attain their goals. We then explore research on how consumers’ goal pursuit interacts with the surrounding social world. Finally, we suggest some broad areas for future inquiries on consumer goals and motivation.

Keywords

goalsmotivationconsumptiongoal pursuitconsumer psychology
Type
Chapter
Information
The Cambridge Handbook of Consumer Psychology , pp. 53 - 89
Publisher: Cambridge University Press
Print publication year: 2023

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